International Journal of Marketing & Financial Management, Volume 5, Issue 1, Jan-2017, pp 37-43

ISSN: 2348 3954 (Online) ISSN: 2349 2546 (Print),

SENSITIVITY OF THE INVESTORS TOWARDS STOCK

MARKET INVESTMENT
Dr. M. Jaya, Dr. K. Malarvizhi,
Associate Professor and Head, Dept. of Dean, Business Studies,
Commerce, Hindustan College of Arts & Science,
www.arseam.com
Asan Memorial College of Arts & Chennai, India
Impact Factor: 3.43
Science, Chennai, India

ABSTRACT

Investment in stock market has become a common phenomenon for all the individuals. The growth of
stock market contributes to national economic growth only when this growth translates into increased
mobilization of resources, return from investment, and minimizing the risk attached to stock market investment.
This survey has been conducted to find out the stock market investment pattern and risk diversification of retail
equity investors. A well structured questionnaire which is pilot tested is utilized to collect the data from
investors. The study is restricted to Chennai city alone. The investors are selected randomly with the aid of
stock broking firms. The analysis is divided into two parts. The profiles of the investors are examined through
percentage analysis and in the second part their perception towards the reason for investment in stock market.
The scrutiny of the perception exhibits the main reason for investment in stock market is Return on Investment,
liquidity and tax benefits. The technological development, the ease of marketing and trading are not under the
main purview of their decisions. The strategy adopted to eliminate or minimize their stock market investment
risks are risk diversification, avoiding investment in risk area and portfolio investment. The policy makers and
the corporate should give importance for the findings of the study and consider the priority of the investors
before taking any major decision.

Key words: Sensitivity, Investors, Stock Market, Investment, Reason for Investment

INTRODUCTION

Investment in stock market has become a common phenomenon for all the individuals. The growth of
stock market contributes to national economic growth only when this growth translates into increased
mobilization of resources, return from investment, and minimizing the risk attached to stock market investment.
In the current scenario, it is pretty evident that the stock market investments are increasing. Diversified
investment enables an investor to minimize the risk while maximizing the return for any specific period. The
rules and regulations of investment in stock market are comparatively more accessible in the stock market than
other types of investment in recent circumstances. Hence today the investors both Indian and international are
interested in the Indian stock market as it becomes more attractive with the backup of numerous insurance
linked investment schemes with a minimum assured return. Today, the investors keep an eye on all the
economic factors to decide about their investment in a specified industry, more specifically on a particular
company. After the demonetization, it becomes more reachable as already stock market deals only in online
trading through demat account. Therefore, this survey has been conducted to find out the stock market
investment pattern and risk diversification of retail equity investors.

REVIEW OF LITERATURE

Raghavendra Prasad (2016) opines that investors are bullish about the Indian market. The author
highlights the fact that rate of return, safety of investment and capital appreciation are very important motives
for an investment. Further, the moderate importance of investment is influenced by the liquidity, tax benefits
and maturity period. The analysis of the study revealed the fact that there was no significant difference between
investors investment objectives and investors gender, age and occupation.
Gagan Kukreja (2012) made an attempt to gauge the perception of investors towards Indian capital
market with reference to National Capital Region (NCR) investors of India. Through a systematic sampling
technique, 120 respondents were analyzed in their study. The variable age significantly influenced the

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 M. Jaya & K. Malarvizhi / Sensitivity of the Investors towards Stock Market Investment

investment and educational qualification impacted the tax advantage positively. The study further throws light
that charges, liquidity and investment attributes are mediating factor for investors perception.
Naresh Kumar (2010) examined the nature of relationship between the macro economic factors and
growth through capital accumulation in India. The study also attempted to investigate the pattern of market
capitalization, GDP growth and domestic saving to understand the future direction of the stock market. The
study employed mathematical growth function namely Gompertz model to analyze estimation of financial
variables and to establish the link between these variables, assuming that financial variables were inter-related.
Pearson correlation method was used. The results predicted a positive growth of market capitalization for
another five years period and positive association between macro indicators and stock market.
Sulaiman D Mohammad et al. (2009) analysed the relationship between macro economic variables and
share prices in Karachi Stock Exchange in Pakistan context. The study considered the quarterly data of
economic variables such as foreign exchange rate, foreign exchange reserve, index of industrial production,
whole sale price index, gross fixed capital formation and broad money (M2) from 1989 to 2008. The study
highlighted that internal factors such as increase in production, whole sale price index and capital formation did
not influence stock prices significantly. External factors such as exchange rate and foreign exchange reserves
influenced the stock market.
Les Coleman (2007) uses a survey of Australian senior finance executives to examine the influences of
personal characteristics and personality traits for an investors decision making in the face of risk. The test of
risk propensity is conducted by means of decision making about whether an investor should chose to invest in
options or futures or in secured financial assets. The study revealed that an investor who took the maximum risk
earned the maximum returns. The literature on household portfolio choice is vast. The benchmark model, which
treats the household as a single agent with constant relative risk aversion, predicts that household portfolio
choice was independent of wealth. Yet, empirical evidence suggests that the share of the household portfolio
allocated to risky assets increases with wealth. Mazzocco (2004) found that the allocation of resources within
the household affects the consumption-investments decision when spouses differ in their preferences.
Various literatures presented bring out the scope for the present research work. Literatures related to
the study shows clearly that there are numerous studies on stock market and investors perceptions. An efficient
market frame work indicates that well developed stock market efficiently absorbs information. However, there
are variations in the analysis of investors perception depending on the time period and specific economic
conditions. This study aims to analyse the perception of investors in Chennai city during the study period.

OBJECTIVES OF THE STUDY

To examine the demographic profile of the stock market investors.

To scrutinize the investors perception about the reason for investment in the stock market
investment

METHODOLOGY
The perception analysis is based on the primary data. A well structured questionnaire which is pilot
tested is utilized to collect the data from investors. The study is restricted to Chennai city alone. The investors
are selected randomly with the aid of stock broking firms. The secondary data on stock market are collected
from the Reserve Bank of India's Hand Book of Statistics on Indian Economy, Review of Indian Securities
market, International Financial Statistics (IFS) database and RBI bulletins.

LIMITATIONS OF THE STUDY

The study is restricted to investors in the Chennai city.
The perception analysis cannot be generalized due to the changing dynamics of economic environment.

ANALYSIS & INTERPRETATIONS

The analysis is divided into two parts. The profile of the investors is examined through percentage
analysis and in the second part their perception towards the selected economic factors for stock market
investment decisions.

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 International Journal of Marketing & Financial Management, Volume 5, Issue 1, Jan-2017, pp 37-43
ISSN: 2348 3954 (Online) ISSN: 2349 2546 (Print),

Table 1: Age wise distribution of Respondents

Age No of respondents Percentage

Below 30 40 16

Between 31 50 150 60

Above 50 60 24

Total 250 100

Source: Primary data

Table 1 shows the age wise distribution of respondents. Majority of respondents belongs to age group
of 31-50 years because the economic freedom and decision making capacity of individual is high during this
middle age group. Only 16 per cent of the investors are young as they do not have good understanding of the
stock market investment and its operations during the early years of their career. Generally, the first investment
by young people takes the form of bank deposits and insurance policies which need no prior understanding.
Younger generations restrict themselves from making investment in share market since basic knowledge and
continuous monitoring is necessary for successful investment. Organizing more number of awareness camps and
suitable educational programs will attract the youth to invest more in the stock market. Above 50 years age
group has risk aversion due to market fluctuation which cautions them to invest only a minimum amount in the
stock market
Table 2 : Distribution of Investors based on the Occupation
Occupation No of Respondents Percentage

Employed 133 53
Professional 52 21

Business & Others 65 26

Total 250 100

Source: Primary data

The table 2 depicts the fact that majority of the investors are employed either from government and
private sectors. Investors who are employed opt for investment in share market. This may be due to the pressure
from their peer groups who inspire and encourages them to invest in the stock market. Approximately 21 per
cent of the investors belong to the professions like lawyers, auditors, engineers and doctors. Twenty six per cent
of the investors belong to business and others categories which include retired persons, students and
housewives. Making profit is not the only motive to invest in stock market but also it enables the investor to be
a part of the management and allows them to take part in decision making. Hence, more number of awareness
programs and subject experts dissemination about the stock market investment can be propagated through mass
media. This will increase participation in the share market.

Table 3: Income wise distribution of Sample Investors

Income No of Respondents Percentage

Below Rs. 20,000 76 30

Rs. 20,000 Rs. 30,000 137 55

Above Rs. 30,000 37 15

Total 250 100

Source: Primary data

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 M. Jaya & K. Malarvizhi / Sensitivity of the Investors towards Stock Market Investment

Table 3 exhibits the distribution of investors based on their income. The investment in the stock
market is significantly affected by the income earned by the investors. A close scrutiny of the table reveals the
fact that 55 per cent of investors belong to the middle income earning group. The predominant participation of
wealthy people alone in the stock market has been changed by the entry of the middle class investors after the
policy changes of the Government. The investment avenue for a higher earning income groups are more and
their preference of investment into the stock market is comparatively lesser than others. Only 30 per cent of the
investors belong to the lower income earning group i.e. monthly incomes below Rs. 20,000. This income group
spends more on their basic needs and comforts than investing in stock market.

Table 4: Distribution of investors based on the Educational Qualification

Educational qualification No of Respondents Percentage

Below HSC 30 12

Under graduate 140 56

Post graduate 80 32

Total 250 100

Source: Primary data

The table 4 portrays the education wise distribution of the investors. Fifty six per cent of them belong to under
graduate level while 32 per cent of them are postgraduate level. It shows that only people with higher education
make more investment in stock market. It is understood that the educated have much knowledge about the stock
market so that they invest more in it. Number of investors below HSC is less because they do not have enough
knowledge and their income level also may be less. The awareness about the stock market information is less
and hence they are afraid that stock market investment is associated with risk. To create awareness for such
group of investors, the regulators may organize special innovative programs through the media.

Table 5: Percentage of Income invested in the share market by the Investors

Percentage of Income invested in the

No of Respondents Percentage
share market

Up to 10% 200 80

11% - 20% 41 16

Above 20% 9 4

Total 250 100

Source: Primary data

The table 5 displays the investors percentage of income invested in the share market. A predominant
percentage of investors i.e. 80 per cent of them invest their 10 per cent income in the share market. Investors
are ready to invest a small percentage of their income to earn good return, without taking high risk. Only 16
per cent of the investors have the risk taking ability to invest more than 10 per cent of their income in the stock
market who may be aware of the techniques and movement of stock market to fetch good return of their
investment. Meager percentages of investors alone were interested to invest more than 20 per cent of their
income into the stock market. Stock market investment widely attracts the investors as an alternative source to
bank deposits and Government savings schemes which yields a low rate of return.

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 International Journal of Marketing & Financial Management, Volume 5, Issue 1, Jan-2017, pp 37-43
ISSN: 2348 3954 (Online) ISSN: 2349 2546 (Print),

Table 6
Objectives of Stock Market Investment
Income invested in the
No of Respondents Percentage
share market

Regular Dividend 40 16

Liquidity 90 36

Tax benefits 25 10

Capital Investment 95 38

Total 250 100

Source: Primary data

Table 6 exhibits the objective of investing in the stock market. Among the listed objectives, capital
appreciation is the most important one which is followed by liquidity and dividend income for investing in the
share market. Short term investment in the share market provides the twin benefits of capital appreciation and
liquidity. Regular dividend payment is one of the main criterions for fundamental analysis which is not
considered as the prime motive for investing in a particular stock. Only 10 per cent of investors prefer to invest
in share market mainly for tax benefits. The holding of an investment for a long time attracts both capital
appreciation and a good return in the form of dividend.

Table 7
Reason for the investment in the share market

No of
Reason for investment in share market Percentage
respondents

Return on investment 102 41

Liquidity 68 27

Tax benefit 57 23

Efficient market intermediation 11 4

Increased access of trading. 8 3

Any other 6 2
Source: Primary data

The crux of the analysis i.e. reason for the investment in the stock market is presented in a tabular
form. The perception of the investors is displayed in descending order for understanding the priority of the
investors while investing in the stock market. 41 per cent of the investors substantiate that they invest in the
share market mainly for the high return from the investment compared to the other form of investment.
Liquidity stands next in the hierarchy for investment with 27 per cent as investors can quickly convert their
investments into cash. 23 per cent of investors affirm that the tax benefit is the basis for their investment. The
market intermediation efficiency stands next with 4 per cent and a miniscule percentage of the investors cite the
other reasons for their investment. The scrutiny of the perception brings to the fore the fact that the main reason
for investment in stock market is ROI, Liquidity and tax benefits. The technological development, the ease of
marketing and trading are not under the main purview of their decisions. The policy makers and the corporate
should give importance to this priority of the investors before taking any major decision.

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 M. Jaya & K. Malarvizhi / Sensitivity of the Investors towards Stock Market Investment

Table 8
Risks associated with stock market investment

Risks associated with stock market investment No of respondents percentage

Risk diversification 118 47

Avoiding investment in risk area 80 32

Portfolio Investment in different industries 52 21

Source: Primary data

The Table 8 lists out the ways in which stock market risks are managed by the investors. Stock market
investments are risky investments is a universal fact. Hence it is essential to know how the investors view this
risk and what type of strategy they adopt to eliminate or minimize their stock market investment risk is
analyzed. Among the different ways of risk management, 118 respondents employ risk diversification as their
strategy for making minimal risk investments. Thirty two per cent of the investors select the companies which
are blue chip in nature as per the financial intermediaries advice to avoid any risky investment. Twenty one per
cent of the investors prefer portfolio investment which enables them not to be affected by the ups and downs of
any one specific industry.

CONCLUSION

The growth of stock market contributes to national economic growth only when this growth translates
into increased mobilization of resources, return from investment, and minimizing the risk attached to stock
market investment. In the current scenario, it is pretty evident that the stock market investments are increasing.
Today, the investors keep an eye on all the environmental and economic factors to decide about their investment
in a specified industry, more specifically on a particular company. Therefore, this survey has been conducted to
find out the stock market investment pattern and risk diversification of retail equity investors. The scrutiny of
the perception brings to the fore the fact that the main reason for investment in stock market is Return on
Investment, liquidity and tax benefits. The technological development, the ease of marketing and trading are not
under the main purview of their decisions. The strategy adopted to eliminate or minimize their stock market
investment risks are risk diversification, avoiding investment in risky area and portfolio investment. The policy
makers and the corporate should give importance for the findings of the study and consider the priority of the
investors before taking any major decision.

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